This facial aesthetics marketer creates a new product brand for women consumers in the North American marketplace.
Coapt Systems, a global developer and marketer of facial aesthetic products for the plastic surgery and dermatology markets was developing new products outside of their core products of minimally invasive surgical devices.
From the ground up, we guided the marketing team in the development of a strategic brand positioning for the market launch of Hydrelle, a unique dermal filler formulation that was less painful to patients. Targeting a younger, more affluent consumer who regularly undergo treatments of facial dermal fillers, we learned frequency of application would increase significantly if the experience was less painful.
With that insight we helped the marketing team develop the brand’s value proposition, positioning, and brand messaging platform centered around the product delivering its most compelling functional and emotional benefit–pain free injection.
To bring this value proposition to life, we provided strategic and creative guidance to develop a comprehensive brand identity and brand management program that included the development of a new logotype, trade name signatures, trade dress standards, product packaging and brand messaging guidelines that served as the foundation for their marketing communications group to develop various collateral sales materials and surgical practice enhancement programs in support of the market launch in the US and Canada.
The client team completed our strategic brand development workshops and creative consulting for brand development in an 8-week time frame from project kick off to market launch at a premier facial aesthetics trade show event.
Six months after the product’s introduction, Hydrelle had gained the trust of influential facial aesthetic surgeons and dermatologists who were able to increase incremental consultations with prospect women consumers considering the procedure.
“Thomson and his team did an excellent job of guiding our marketing group through the strategic brand development process for our recent Hydrelle product brand launch. Thomson’s guidance and creative contributions to our launch success were exceptional”.
Senior Vice President
Global Marketing, Coapt Systems, Inc.